For an array of reasons, most marketers agree that you should blog often, though it does not need to be every day. But, increasingly many are coming around to the way of thought that publishing more can create a liability for your site, and blogging a lot may not be the be all end all of using your blog for SEO.
More was definitely better in the early days of website publishing and SEO. You had more chances of ranking when you had more pages. A minimum quality to rank was virtually unheard of. Page age was another concept that was ignored. In the SERPs, publish date played no role in user click thru or ranking in the early days because Google did not have a way to extract the publish date from a page.
But with modern SEO, you begin to recognize that frequently producing more blog entries may potentially have less benefits than consequences when you factor in that each page adds to the maintenance of your site and that Google does not really like infinite websites.
Seriously: Step Away from the Publish Button
I may not have convinced some of you reading this. You may think that to convince clients of your expertise, you need to publish frequently. You may also believe that you need to remind people that you are still relevant and that you exist and you need to enhance your branding. Using a new title mixed with a current pop culture or event reference, many of the blog posts out there are just rehashes of previous posts.
Now that you recognize that blog posts are less necessary than refreshing your older content, we can look at the second part of the strategy. Some of your posts will need to be updated more often than other, but they all should be kept relevant, while avoiding clever trendy tie-ins that can immediately date your work.
For example, every year or so, you should review articles about creating professional analytics reports because that is a field that is constantly changing. On the other hand, you can probably go up to five years before updating an entry about dealing with difficult clients because those strategies are typically timeless.
My Name Is URL
Implementation is the final part of this strategy. Do not publish posts that you have rewritten or revisited under a new URL. The same URL should be used. Whichever makes the most sense, either move the old information to the bottom or delete it. To get an advantage from updating the post, make a point of updating the date that is associated with the post.
On social media channels, you will also want to reshare your updated post. If the post is good, you will get new linkbacks that you can add to your old ones. Search engines will take notice and reward you with a nice spot on the SERP. So, instead of two blog posts that do not get much attention, you have one that achieves your goals.